Uber Could Soon Be Valued at $40 Billion

Uber could be valued at a staggering $35 to $40 billion after a new round of funding, according to a report.

"T. Rowe Price Group Inc. is in discussions to be a new investor, said the people, who asked not to be identified because the details are private. Existing investor Fidelity Investments is also set to participate in the funding, they said. Uber is raising at least $1 billion, the people said," according to Bloomberg.

For some perspective, that would put Uber on par with companies like Delta Airlines and Kraft. In the transportation realm, Uber would outpace rental service Hertz by a factor of four.

The last time Uber saw a pretty shocking valuation was this past summer, when a new round of funding valued the company at around $17 billion.

This massive valuation would come at a time when Uber is fighting off some pretty bad press. Most recently, an Uber exec suggested that the company could, in theory dig up dirt on any journalists who painted the company with a negative light. Those comments were walked back faster than you can say 'take a Lyft'.